One read, one decision
The point is to make one decision, not to feel informed. If no change is worth making, the review still succeeded.
The script
1. open the property, last 7 days against the previous 7
2. sort pages by impressions
3. note pages whose position moved by more than a few places
4. note queries with impressions and no clicks
5. read one landing page against its query
6. queue at most one change, with the page and the reason
7. close the tab
A filled week
Cedar and Slate Interiors, week of 2026-09-28.
period 2026-09-28 to 2026-10-04, 7 days
compared to 2026-09-21 to 2026-09-27, 7 days
pages reviewed 27 with impressions
movement /services/kitchens moved 12.4 to 10.8
/services/bathrooms unchanged
no clicks /services/joinery, 34 impressions, 0 clicks
page read against its query
/services/joinery appears for "fitted wardrobes cost".
the page describes the work and never mentions cost.
queued, one change
- add a cost paragraph to /services/joinery, and read it in 28 days
declined, with reasons
- rewriting the kitchen page: it moved without a change, so leave it
- a new location page: no query for it, and thin demand
- a title change on the home page: no impressions problem to solve
closed
- no verdict read: nothing shipped in the window
Reading rules
- Pages first, queries second. A query list hides the page that needs work.
- A move of one or two places is noise on a small site.
- Impressions with no clicks usually means the title does not match.
- A query that never appears is missing data, not absent demand.
Acceptance: the review is complete when
- one change is queued, or a decision to do nothing is recorded
- the declines carry reasons
- the page was read, not just the query
- the next review date is known
Troubleshooting
| Symptom | Likely cause | What to do |
|---|---|---|
| Every week queues five changes | The filter is too loose | One change per site per week |
| The same query appears monthly | The page does not answer it | Rewrite, or drop the query |
| Numbers look random | Seven days is a short window | Read direction, not magnitude |
| You keep opening the tab | No scheduled slot | Book the slot, and stop when it ends |
| Nothing is ever queued | Pages already match their queries | Say so, and close the week |
Limits
Seven days is not a measurement window for a shipped change.
Read the queue for decisions. Read the data for direction. Do not judge a change before its window closes.